MARKETING INSIGHTS: Support Your Marketing Efforts with Targeted Landing Pages
by Bob Chernet
In the marketing world there’s no greater sin than creating a disconnect with the customer.
The whole point of what we do as marketers is to establish that harmonic resonance between the seller (us) and the customer. It is our mission to create a need, and offer a way for the customer pay you to satisfy it. In business terms that manifests itself in ROI (Return On Investment) which helps keep the doors open and the cash flowing.
However it seems that many marketing programs, big and small alike, don’t connect-the-dots between the message and the engagement (the intended action, whether it be a purchase, a download, a registration or a survey). It seems thatmMarketers may be adept at crafting and placing the message, but it’s often a whole different story when it comes to getting the audience to the point of ringing the cash register. How do you do this? I like to think that you have to master the art (and science) of consistent messaging and obvious calls-to-action.
First, let’s admit that there are some pretty dreadful calls-to-action lurking out there. Have you ever seen a banner ad that left you scratching your head and wondering what the value proposition was, and what they wanted you to do? These advertisers just spent a bundle of money on a clouded message and no solid (or evident) call-to-action. Goodbye. Lost opportunity. No sale.
Here’s an example I found on a site with a straightforward offer:
Who wouldn’t click through to investigate the offer of a Hummer for $299/month? Yet, unfortunately, when you click the ad you’re taken to a cluttered home page that features not one, but two beauty-shots of their showroom property, and not a shred of the $299 offer:
Of course someone interested in a Hummer will probably investigate the site, click on links and pictures, even the ‘Facility” button (whatever that takes you to!), but rather than bring the potential customer directly to the fulfillment of the offer, this site lets them go on an undirected journey through their site. What were they hoping the customer would do? Why did they spend the ad money? Wasn’t it to get someone to sign a deal for a $299 lease?
The mistake is, this company is hoping their ad compels us to click it, and then forces the user find his/her way to something, once on their site.
In today’s media jumble you only have a few seconds to grab attention, focus interest, provide a value proposition and compelling call-to-action. If you’re not doing that, you’re spending your budget on “image” advertising. These days, only a precious few companies have the budget (and time) to devote to that type of approach.
Web marketers can be the worst offenders.
Users (potential customers) can agree that there is nothing more confusing than clicking on a link from a marketing driver that they’re actually interested in, and landing on a company’s home page. Now what? Where’s the tie-in to the ad they just came from, and something, ANYTHING that relates to it on the home page? Are they expected to hunt for it? Scan the page to see if something jumps out at them? Hope that a connection is made? How do you explain your campaign is based on “hope” to your boss?
Here’s an example I found recently that illustrates my point.
First off, do you have any idea what this company does? Not me, but that’s another story for another time. Let’s say you’re compelled to click on the banner to learn more (or visit their URL listed in the banner). Here’s what you get:
Actually, it looks like you’re someplace else. The colors are different, The logo is changed a bit, and there’s nothing that mentions “strenthening your bottom line.” What do I do now? where’s the connection to the banner ad? Where’s the reason to go forward?
Now, let’s look at who’s doing it right:
This skyscraper ad runs with a compelling offer (how much better is FREE than Free?), a simple layout, identifiable image and a large “click here.”
And, when you did so, the message on the landing page was in complete agreement with the ad, and put everything necessary for the user to compete the experience and connect with the company.
Note that in this example the company held the user’s hand all the way, from the ad to the call-to-engagement. They’ve made it very easy to provide a compelling offer (something FREE), a visible call-to-action, and to connect the dots from the customer to the engagement (the landing page has all the information you need, and a form front-and-center to fill out). The result is greater conversions, better sales, more satisfaction all around. Plus, this kind of arrangement is very easy to measure; from eyeballs on the ad to conversions on the landing page.
Are your marketing efforts creating problems for your potential online customers? Or,do you have a clear message, a strong call to action, and a landing page that coordinates with the marketing message? If you know of good (or bad) examples, let me know and we’ll share them!
Agree? Disagree? Have a success story? Have a question? Share it with me at: bob_chernet@viewmark.com
View a complete list of Bob’s Marketing Insights articles.
© 2008 Bob Chernet
Reproduction in any manner is unlawful, without the written permission of the author.
